Search Targeting
Your chosen keywords trigger your ad copy when users perform a Google search for these keywords.
Your ads will display depending on a wide variety of factors, including how much you are willing to bid for keywords, your campaign history with Google, whether your adverts have high CTRs (Click Through Rates – ratio of ads displayed to ads clicked on) and your daily budget. This is a very targeted form of online marketing, as you reach users as they are actively searching for your choosen keywords.
Good niche keywords and strong adcopy are important to attract high CTRs here, and make sure you are only paying for pre-qualified visitors to your site. For example if you run a website selling children’s books then the keywords ‘books’, ‘bestsellers’ would be too generic, and you would end up paying for visitors to your site that were not likely to convert into a sale. Targetting keywords would focus on words such as ‘children’s books’ ‘bedtime stories’ etc to bring a higher quality visitor to your site.
